Executive Chairman of Podcast One, Norman Pattiz, alongside Research VP of Strategy at Edison Research, Tom Webster, have released a press statement announcing the findings of a set of comprehensive studies. The studies examined the results of advertising tests across five major consumer brands in five separate product and service categories. That groundbreaking study of brand lift among podcast advertisers during the pre- and the post-campaign period was carried out at the end of 2016. The study showed that podcast advertising resulted in a significant positive impact on message recall, purchasing intent and overall brand recall. According to https://finance.yahoo.com/news/norman-pattiz-announces-hollywoods-legendary-204000537.html, PodcastOne is an ad-supported podcasting network that was started by Norman Pattiz, who is also the founder of Westwood One, a giant in the US radio industry.
In three studies carried out in the latter part of 2016, Edison research was able to establish that podcast advertising had a positive impact on the brands they examined. For instance, more than 60% of PodcastOne listeners recalled a particular grocery brand after the campaign, compared to 7% before the study. The unaided awareness of a financial services product rose by 37%, while those of an automotive aftermarket product and a lawn and garden product rose by 37% and 24% respectively. Post-study, 22% of the audience said they were very likely to use a lawn and garden product, rising from 16% before the study. The awareness of a particular message contained in the campaign for an aftermarket automotive product went up by 60% after the study, while that of a casual dining restaurant increased by 76%.
Independent verification of advertising impact
According to PodcastOne founder Norman Pattiz, the company’s core focus had always been to find a way to independently confirm that the podcast broadcasting format offers the kind of brand impact that is not possible with more traditional media formats. He added that the results were a validation of his firm’s multi-tiered strategy for integrated advertising and the measurement of its impact. On his part, Edison Research VP of Strategy Tom Webster added that his company was excited to work with PodcastOne and the five top brands to independently establish the impact of advertising via podcasts.
About PodcastOne chairman, Norman Pattiz
Mr. Norman J. Pattiz, who is also known as Norm, is the founder of Westwood One Inc., which he started in 1974. He served as the company’s Chief Executive Officer until 1994 and has been a consultant for Westwood One since 2010. He founded PodcastOne in 2013, serving as the company’s Chief Executive Officer until June 2016. Learn more: https://www.linkedin.com/in/norman-pattiz
Adam Milstein has always strived to make an impact on the world through building a real estate empire, managing a charitable entity, offering support to philanthropic initiatives, and serving as a community leader. Born in Israel, Milstein was among the Israeli defense troops that fought the Yom Kippur War. He pursued his degree program at a leading academic center called Technion based in Israel and earned his certificate in 1978. After three years, Milstein joined yet another U.S.-headquartered learning institution called USC to study a postgraduate course in business administration. In 1983, he officially began his real estate profession in Southern California. Today, he owns and runs Hager Pacific Properties, a reputable investment firm that manages successful commercial real estate businesses.
Accomplishments as a philanthropist
Adam Milstein is one of the managing partners of the Israeli-American Council and serves in the capacity of national chairperson. His primary role is to drive the national expansion agenda of this prominent organization. He leverages his philanthropic experience to offer guidance to organizations like Jewish Funders Network, AIPAC National Council, and Israel on Campus Coalition as a respected board member. Milstein has always worked alongside his lovely wife, Gila when it comes to founding philanthropic organizations. So far, the couple has established the Sifriyat Pijama B’America and Adam and Gila Milstein Family Foundation. The former teaches Jewish value to thousands of Israeli-Jewish-American people living in the U.S. by distributing free Hebraic books each month while the later invests heavily towards supporting charitable entities.
What motivated Milstein to launch the Adam and Gila Milstein Family Foundation?
Milstein and his wife have always committed their energy, skills, and wealth towards ensuring the State of Israel and its people are strong. They have also strived to cultivate special ties between the U.S. and Israel as well as ensuring Jewish tradition is passed from one generation to the next. The Family Foundation has been on the frontline in helping scholars and young professionals to discover their Jewish culture, take pride in their Jewish origin, nurture and enhance their courage, and enlighten them on how to champion for the Jewish people.
Norman Pattiz, the executive chairman of PodcastOne, recently went public with the announcement of results coming from a series of different studies involving tests in advertisement with five major consumer brands.
Pattiz, along with Tom Webster, who is the Edison Research Vice President of Strategy, were the ones to conduct the first study of campaigning brand lifts for podcast advertisers, researching both the pre-and-post campaigning results of each, all of this being done over the last half of 2016. There were three separate studies being conducted in 2016 by PodcastOne, all of them done to examine the effectiveness of advertising during podcasts for different national brands.
The results of the studies found several interesting trends, such as how more than 60% of the listeners made mention of a specific grocery brand after the campaigns were finished, which is actually a slight increase from the pre-campaigning study. The study also showed that unaided product awareness went up between the pre-and-post study by 47% for products involving financial services, 37% for automobile-based products and only 24% for lawn and garden product placements. Also, when it came to the automobile aftermarket campaigning, more than one third of people responded said they had a real favorable opinion of it in the post-study showing.
As far as the studies went for the brands, many of them were ones that were already well known to most people but there were also some other lesser known brands involved that needed more awareness during the trial. In any case, the online surveys conducted for the audiences who listened to different podcasts were surveyed before, during and after each brand had put up several works worth of advertisements on those podcasts. The end results showed that audiences were more open to listening to the brand messages and more willing to consider buying from those brands after more exposure to them.
Norman Pattiz is the founder and owner of PodcastOne and is also the founder of the radio company Westwood One. Based out of Los Angeles, Pattiz has more than 40 years of experience in radio syndication. Before this, he founded the Courtside Entertainment Group in 2010 in an effort to put out quality programming for all people to listen to. After realizing how many opportunities existed in the media, he then went on to launch PodcastOne towards the end of 2012, becoming the biggest producer in on-demand programming.